Settimana scorsa, sul sito NewBalance.com è apparso un messaggio, non poco velato, rivolto a Nike. Più specificatamente, New Balance si riferiva alla famosa frase del brand di Beaverton “If you have a body, you are an athlete.” Vi riportiamo il messaggio:
“All of a sudden, everyone’s an athlete. It doesn’t matter if they’ve ever actually competed in anything. Sometimes they change into different clothes and increase their activity level. And this, the thinking goes, qualifies them as athletes. Which is unfortunate, because it means actual athletes are left without much of an identity. They’re lumped in with anyone who has a body. Having a body doesn’t make you an athlete. It’s only when you enter that body in competition, and endeavor to beat other people who also have bodies, that you become an athlete.”
The Greek word Athlein means ‘someone who enters a contest.’ Not, ‘someone who, like, exists.'”
In sostanza New Balance pensa che non basti soltanto un corpo per essere un’atleta, ma bisogna entrare nello spirito di competizione per esserlo.
Raramente capita che ci sia uno scontro così frontale tra due brand di queste dimensioni, chi ha ragione?
